Momentum SVP, Head of Music, Entertainment & Esports Glenn Minerley tells Adweek how it’s time for brands to forge long-term working relationships with creative partners.
Our music and entertainment lead Glenn Minerley writes in The Drum: "Brands have long looked to get into bed with the festival circuit to associate their products with the free spirited approach of music loving millennials. The hopeless marketing romantic in me wants this to work out for them. But will it?"
Event Marketer looks at the top brand activations at Coachella this year and highlights the American Express experiences on and off the festival grounds as one of the best ones there.
American Express, in partnership with concert promoter Goldenvoice, brought its cardmembers closer to the musicians they love July 22-24 at the inaugural Panorama music, art and technology festival in New York City. Building off of its 2016 Coachella activation, with some authentic New York elements added in, the brand activated the two-story AMEX Experience, where attendees could watch top acts including Kendrick Lamar, Sia and The Flatbush Zombies perform.
NEW YORK CITY – October 1, 2015 – Music marketing and brand experience agency Momentum Worldwide, with leading sports and entertainment presenter AEG, has conducted the premiere research study aimed specifically at identifying the connection between live and digital music behaviors. Among the findings is that millennials, defined as people ages 18-34, want to see brands in the music space and enjoy seeing them there.
If the launch party Thursday for Verizon’s new mobile streaming service was intended to signal that great content was coming to the marketplace, consider the message received.
YourEDM.com covers our new research with AEG investigating the music behaviors of millennials and look at what artists are already taking advantage of these marketing opportunities.
Forbes writes on our new music research conducted with AEG saying that "Over the past several years, many brands have begun to understand just how important music is to their younger customers..."
As a music professional, I’m fascinated by this history and the way streaming finally presented itself as a viable option. A swiftly changed model -- consumer behaviors totally reinvented in the blink of an eye -- a decade of catching up. Admittedly, I’m a music guy on the outside looking in, but I see a comparable fate for TV.